Chapters in this book

1. Prelim pages i
2. Table of contents v
3. Acknowledgements vii
4. Preface ix
5. Introduction 1
6. I. Recent Research on Marketing Communication
7. Branding and relationship communications 27
8. Job advertisements in the Dutch mental health care sector 61
9. II. Recent Research on Functional Communication
10. Distance education and the transformation of foreign language learning 85
11. Differences between Germany and the Netherlands in patient package leaflets for Ibuprofen 400 tablets and consequences for adequate drug use 105
12. The Scarier, the better? 129
13. Reading and expertise 149
14. III. Recent Research on Online Communication
15. Developing an e-mail analysis tool for writing research 169
16. Explicitness in interactive e-commerce communication 191
17. Definition in natural language between cognitive interactionism and conceptual integration 209
18. Between customer and computer 231
19. Index 251